The deal gets you a $15 gift card at the beginning of every month for the next 12 months. Red Robin has had a series of $7 specials, so that's a couple of burgers a month. Thanks to my handy dandy Windows10 calculator, the burger pass price works out to $180 in gift cards for $99; not quite half off.

If you don't care for hamburgers, you can use it for anything. It's a gift card, though as with anything in life, restrictions probably do apply.

For Red Robin this gets them some attention. For you, this is not a pair of sock under the Christmas tree. If you're interested, it's today only and it's limited to the first 10,000 nation-wide.